Earlier tonight BET Music Matters artist Melanie Fiona premiered her new video, "This Time," for the 106 & Park crowd. The Canadian diva's chemistry with fellow Roc Nation star J. Cole was electric, but it was her own creative touch that makes it, in her words, "unlike anything out there."
"Myself and my manager, Carmen Murray, actually came up with the concept of a lot of the visuals that you see," Fiona told BET.com. "I didn't want it to be a relationship video even though the song is about a second time at love."
Fiona, who has played a creative role in past videos as well, explained, "I wanted this video to be really beautiful with really good elements of photography, and great angles I wanted people to get a vibe for me. Now they have it thanks to director Colin Tilley.
"He really is great with helping to bring my vision to life," said the singer of Tilley, who also directed other visuals for the R&B star ("4AM" and "Gone and Never Coming Back").
But just because he's her favorite director to work with doesn't mean everything was glamorous. 106 viewers saw Melanie singing in an hourglass. "There was a fan blowing and obviously me singing," recalled Melanie. "I'm supposed to be this beautiful sand goddess but just know that I have a mouthful of sand." But Melanie didnt mind sacrificing herself to bring her vision to fruition. "All in my mouth and in my eyes...but it came out really beautiful (laughs)."
Fiona wasn't the only star going the extra mile to make this visual masterpiece. J. Cole flew in from touring in Africa just to show love to his Roc Nation sis. Fiona was inspired by the Cole World MC's professionalism. "He came from South Africa, while he was on tour — with a show that night!" The energy they shared on screen is the product of their real life connection. "Our chemistry it just works real good," said the Grammy Award winner. "We just have great energy as people so it's really easy."
Stay tuned to BET.com for more of this interview with Melanie Fiona.
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